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Emma follows Casper to John Lewis

EmmaMattress in a box brand Emma is to sell through John Lewis, just weeks after rival Casper secured a similar deal.

The Emma Original mattress will be sold in 15 John Lewis branches and online – Casper is being stocked in 24 stores and online.

‘We are delighted to welcome Emma into our shops, and look forward to giving our customers the chance to experience Emma products first-hand,’ says Emily Wimborne, John Lewis beds and bedroom furniture buyer.

‘There is an inherent desire to try before you buy – which is why we are pleased to announce John Lewis as our latest retail partner. Working together with one of the most trusted brands in the UK means that potential customers will be able to see and feel the UK’s most awarded mattress in-store, for the first time- as well as the benefit of having 100 nights to try it out,’ says Philipp Burgtorf, Emma Mattress chief commercial officer.